The launch of new brands or their extensions is integral to consumer packaged goods businesses. Brand extensions are often commercially viable due to the increased likelihood of gaining retail distribution, reduced perceived risk for consumers and enhanced parent brand equity. At the launch of new brands and/or extensions, marketing communications are employed to encourage trial and purchase. Examples include a £1.5m 'Go On Lad' TV ad for promoting Hovis' new range of bread rolls. And not to forget the multitude of commercials introducing Diet Coke, Vanilla Coke, Coca-Cola Life and several other brand extensions launched by Coca-Cola over the past...
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